There’s buying a new car, and then there’s buying a new Ferrari. One is a process most of us will likely experience in our lives while the other is an occasion that very few will get to enjoy, and one that is very special. To make the purchase of a Ferrari even more memorable, the Italian supercar marque recently launched a new personalization service to cater to its growing list of discerning customers: the Tailor-Made Program.
Personalization of Ferraris has become so popular that virtually every model from the Maranello factory has been customized in some way this year. Little wonder then that the new Tailor-Made Program is in fact the fourth Ferrari personalization program, the previous three being the more specialized Carrozzeria Scaglietti, One-to-One, and Special Projects divisions.
The respective services continue a longstanding Maranello tradition which began in the 1950s and ‘60s, a time when clients personalized their cars as a matter of course and enjoyed huge freedom when it came to materials, colors and finish. The result was genuinely unique cars tailored to suit the desires of each individual owner. That prestigious past has now been revived through a program that permits owners to specify every last detail of their Ferrari, from the exterior livery color to the cabin trim, via a completely unprecedented choice of finishes, accessories, materials, treatments and colors.
Owners are invited to Maranello and are assisted and guided through the selection process by their own personal designer who is charged with guaranteeing that the resulting cars are both unique and consistent with the Ferrari brand and its tradition. Once the car’s details have been defined, the client can then track all of the various processes involved in its creation, right up until they take delivery. Naturally, they are very welcome to come to Maranello to pick up their car in person if they so wish.
The Tailor-Made Program offers three collections inspired directly by Ferrari’s DNA: Scuderia, Classica and Inedita.
Scuderia takes its inspiration from Ferrari’s sporting history, offering a choice of racing-derived materials, finishes and liveries. The Classica collection, on the other hand, provides a modern twist on the styling cues and features of Maranello’s iconic GTs. Lastly, Inedita introduces an element of experimentation and innovation in terms of styling, colors and materials. Some of the wilder options available under the Inedita line include gold, cashmere, and denim finishes.
Strong demand is not the only reason for the launch of the new Tailor-Made Program. With the Italian marque on track to hit its self-imposed exclusivity limit of 7,000 cars in 2011, the personalization service is the perfect way to help customers differentiate their cars with the one owned by the guy down the street. It also helps Ferrari increase its profits without having to build any additional cars.